Gavin Henson and the 25 women who will compete to be the woman of his dreams in new TV dating show The Bachelor. Photograph: Channel 5/PA

A year after splitting up with Charlotte Church, the Welsh rugby union star Gavin Henson has turned to reality TV to find "the woman of his dreams" in the UK version of The Bachelor.

Richard Desmond's Channel 5 has decided that Henson, who introduced viewers to his well-muscled torso and terracotta tan on last year's Strictly Come Dancing, is the right man to front the UK version of the hit US show.

Henson and Welsh singer Church were together for five years and have two children, but split up in 2010 shortly after announcing their engagement.

Now the rugby player, who is almost as famous for his off-field bust ups as his erratic form for Wales, will be at the centre of a competition where 25 women vie for his affections. "Expect flirting, bitching and heartfelt emotion as the contestants do whatever it takes to impress Gavin," promised the press material from the broadcaster.

"I really feel the time is right for me to find a girl to hopefully spend the rest of my life with," said Henson. "It can be hard in my situation to meet women and The Bachelor will give me the unique opportunity to go on some incredible dates and spend quality time getting to know amazing women from all over the UK."

Henson, who has been selected for the Welsh squad for September's World Cup in New Zealand after a troubled recent spell with French club Toulon, made it clear that dating comes second to his professional career. "I've always been dedicated to my rugby and continue to train hard but as the season draws to an end I can focus on meeting the right girl," he said.

In the 10-part series Henson will meet a selection of potential partners ranging from "beautiful models to ambitious career women". The women will all live together in a Big Brother-style house and try their luck with Henson in a series of "group dates and intimate meetings".

The girls will live together in a communal "villa in sun-soaked southern Europe", with Henson living "alone, but nearby, in a luxurious bachelor pad".

"The world of The Bachelor offers an exclusive lifestyle normally available only to the likes of movie stars and the super rich," the broadcaster claimed.